​Now that you’re done wrapping gifts, it’s time to wrap up 2017! This year we’ve seen a lot of trends come and go. (Fidget spinners anyone?) Tech trend-wise we’ve seen automation and video content blow up this year. As a group leader, it is important to be aware of the tools that help you keep up with these trends, as well as the impact they have on how you manage your organization. You know what trend never goes out of style? Engaging your members and donors. We’ve put together the top 3 engagement trends that will be a big part of marketing in 2018. We’ve also included surefire ways to help you take your engagement strategy to the next level in the new year.

1. Social media will focus on Generation Z

Prominent business sites, including Entrepreneur, predict that the next generation to enter the labor force will have the attention of brands, and they will shift their social media strategies accordingly. Gen Zers love Snapchat and Instagram, but if that’s not your organization’s target audience, you should refine your social strategy to match the demographics of your group. Instagram is great for showcasing your group’s photos, events, and culture, however it’s not the best place to share longform announcements. If you’re just starting out with social media marketing, take some time to research and think about which social platform would be the best choice for your group. If your organization already has the gambit of social media pages, work on devising a post strategy for each platform with unique goals. Investing in the right social platforms will help to better engage your audience and increase awareness of your group and your group’s mission.

2. Content marketing will focus on stories

Content creation should feel authentic and necessary in promoting your group’s mission. Too often, groups attempt to drive traffic and engagement with content that feels inorganic and salesy. Get creative! According to Forbes, content from the heart will be much more effective. Think about what your members want to see. And what information do they need to know? Your content is how you tell the story of your group, so keep it a good representation of what your organization is at its base. This content should also have a narrower focus and be aimed to accomplish your engagement goals, not just viewership. Likes are great, but individual interactions are more personal and therefore more likely to result in a new member signup or a donation.

3. Email newsletters become the best way to promote your group

According to content marketing firm Brafton, email marketing is still king when it comes to communicating with your members (so make email your new best friend). Long-form announcements about the group are best shared via email. Be sure to avoid overly salesy jargon or repetitive spamming. A few emails are fine, but if members feel bombarded they will likely pull away. Figure out a realistic timeline for sending emails based on your or your admin staff’s bandwidth. When crafting the newsletter, focus first on sharing the most relevant group information at the top. Then work your way down in terms of priority. Structure is important, so ask yourself what do your members want and need to know? Keep your message authentic and your readers will eagerly await your next newsletter.

About Daren DeFrank

As a content writer and social media coordinator, Daren uses her social media savvy to connect with group leaders and help them reach their goals. In her spare time, she's a major foodie with a love of traveling. With a ferocious appetite for places to explore, she’s always looking for new adventures around the globe.